Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Jha, Babita; DavDevanesan, Mark; Jha, Deepak; Giri, Pratibha Title A name given to the resource Application of Sensory and Neuromarketing to Sustain in Emerging Economies Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Adapting Global Communication and Marketing Strategies to Generative AI;pp.23-54 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-2502-6.ch002" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-2502-6.ch002</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105022678738?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105022678738?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Jha B., Christ University, India; DavDevanesan M., Christ University, India; Jha D., Christ University, India; Giri P., Christ University, India Description An account of the resource Neuromarketing involves the application of neuroscience in developing suitable marketing campaigns or messages (Morin, 2011). Neuromarketing involves understanding the schema of associations in the consumer's mind, through which a brand can subconsciously stimulate brand recall and drive purchase behavior (Briesemeister &amp; Selmer, 2022). Use of neuromarketing tools can help build associations based on existing knowledge/ semantic memory or through past experiences/episodic memory (Tulving, 1972). Furthermore, sensory marketing can also create subconscious cues to episodic memory (Krishna, 2012) as sensory cues such as touch, taste, and smell are already encoded in a consumer's long- term memory. In the customer journey driven by traditional marketing messages, decision making is driven by reasoning of known facts, but sensory marketing messages can drive implicit decision making based on impulses (Friese et al., 2006). 2026, IGI Global Scientific Publishing. All rights reserved. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833732504-0; 979-833732502-6; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online